NATURE BASED ECOTOURISM IN SOUTH AUSTRALIA

1
Building For The Future
Introduction to Destination Development Working
Partnerships in Tourism Seminar - 21/03/02
2
PRODUCTIVE MARKETING

• SATC to take a more strategic approach
• Productive Marketing considers External Factors
  and Internal Factors
• On this basis, tourism forecast - tough times
  ahead
• Concentrate on the premium opportunities -
  greatest ROI
• Opportunity 1 - Big and Grand Tourers
• Opportunity 2 - Coastal Holidayer

3
RESULT SATC AIM

• To achieve an expected outcome of
• 3,200 additional tourism related jobs by 2006
  (above current level 2001)

• BY Positioning SA as a premium self drive
  touring destination
• Developing SA as an alternative
  coastal destination

• Which will be underpinned by
• Maintaining improving the wine state
• Reclaiming the Outback
• Building on inherent nature based strengths
• Developing SA as Australia's induction to
  Indigenous Tourism
• Building the profile of our inherent good
  living strengths

4
BROAD FOCUS

Identified Gaps, Themes Potential
Opportunities

Longer Term
Short Term
5
DESTINATION DEVELOPMENT VISION

• Probably N
• How we intend to achieve the Aim?
• Build now
• Remain focused on the opportunities
• Stronger presence in regions
• Build partnerships/Whole of Industry approach
• Take away the risk

6
FILTER MATRIX - ENSURING THE FOCUS

• INTO THE FILTER GOES
• Proposed Projects (incl. infrastructure)
• Identified Opportunities
• Operator Ideas
• Political Management Initiatives

• Takes emotion out of
• decision making
• Reinforces stated corporate
• objectives
• Ensures Focus
• Produces a transparent
• model to say no
• Determines appropriate
• resource allocation

• HOW DOES THE PROJECT
• RANK AGAINST
• Jobs and Expenditure Growth?
• identified market opportunities?
• MPP's high yield groups?
• Industry support?
• SATC Core Values?

?Yes - Full Steam Ahead, or ?No - Alternative
Action Required
7
SNEAK PREVIEW NEXT STAGE SECRETS CAMPAIGN
8
OWNING THE ROAD - Secrets Campaign

• Pr
• Position SA as the perfect driving holiday.
• Evolve current Secrets to a new level,
  mindful of premium target audience.
• Creative Edge
• Its about the romance of the journey.
• Cinema, Magazine, Postcards, Outdoor, POS,
  Travel
• Guides.
• Launch Sept 02